Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all
…

Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works.

Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.

This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.

Fundementalchange happening in online media buying. It’s something very few companies are taking advantage of today. Most companies are marketing in Silos. Paid Media budgets, Social Media Budget, PR Budgets – all separate budgets with little communication between what works. smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.

Consumermedia consumption habits have evolved in recent years with the growth of social networks, mobile devices, and tablets to cause a shift in the ways that paid, owned, and earned media are created, implemented, and leveraged.Fortoday’s short dicussion, when I mention “Content” I am referring to Blog Posts that may/not be enhanced with pictures, infographics, videos

Long feedback loop, group think takes place, expensive. Not suited for the rapid fire always on communication that takes place on twitter, Facebook, Pinterest

Real-time, low cost.Never before have we witness such instant feedback. It’s a blessing and a curse. It’s perfect. Because we have to react so quickly, we will make mistakes but the traditional focus group isn’t perfect either. However, if all that social media energy is corralled correctly, we can do great things with it. Which I am about to show you.

Across your companies paid, owned, and earned channels, how will you promote your beautiful piece of content? How will you get the word out and ensure the right people see it and share it? This can’t be taken care of as end piece – these questions have to be answered before you ever start your content creation efforts.For years, marketers have viewed paid, owned, and earned as separate strategies: paid (i.e., ad buys) to blast their messages, owned (i.e., branded social media pages, blog, website) to showcase their own marketing messages, and earned (i.e., articles, social media commentary, and engagement) to provide third-party validation about their products.

We have a simple 3 step process that doesn’t matter the size of budget or company you work that you can easily implement and reap rewards.

Step One

Develop a plan to promote your content that is native to each unique platform and/or channel. Build it once and recycle. For instance, if you’ve developed an infographic, create some extracts from it with interesting statistics. These make great social updates for Twitter or LinkedIn. Take each statistic and dive deep into a blog post on each starting with quality content makes optimizing across channels easier and provides seamless messaging

For all the thought and creativity that we invest in the creation of cool content, we need to put an equal amount of thought and creativity into its distribution through all available channels. The majority of content today is consumed in some stream or feed like environment – the headline, just like the subject line in an email, becomes the most important piece of your time. Really great content is in the 140 characters you tweet. Once the click happens, it’s the rest of the content that keeps them coming back – be known for writing great content that inspires, that causes someone to take action

Can you imagine sending one email at a time to thousands of customers? You wouldn’t do that. Automating the syndication of long form content to social is like sending an online newsletter.

But don’t over optimize so it makes no sense for humans.

Reduce Paid Media budgetHow? Repurpose what works in Earned/Owned media

Has been a gamble. Put out an ad or several and hope that it performs but you waste a lot money for testing.

Likes, retweets, pins, reposts, shares – time, geo, There is a trail of data that we leave behind when we interaction on social media. Pictures we post, the comments we make and the people we associate with can provide a revealing portrait. Reach. You might want to measure the number of fans, followers, blog subscribers and other statistics to gauge the size of your community.Engagement is measuring retweets, comments, average time on site, bounce rate, clicks, video views, white paper downloads and anything else that requires the user to engage.Competitive data may include thebrand’s “share of voice” across the web or number of competitors’ brand mentions.Sentiment. You might want to measure the numbers of mentions with positive or negative sentiment.Sales conversions. Do you want to measure social media referral traffic to the top of the sales funnel or number of sales aided by social media efforts?

There is just so much data that we feel overwhelmed. Ask yourself what you really need to make a decision.

My opinion is you don’t need a lot of different data points to be successful. Track a few key indicators. We have found the above can have a big impact on helping you create compelling content, lower your media cost and reduce waste

No traffic = no conversation Paid media can be useful to consumers who are making a considered purchase,

The PRO plan for paid media planning. paid media can help spread messages and also further increase fans, followers, subscribers and sales,

UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking

Often overlooked advertising method to recapture attention of blog visitors. We have found re-messaging blog visitors with a sequence of content or offers is a great way to walk them down the conversion funnel.

Distribute to owned media.Measuredowned and earned performance. Amplify what’s working

This plan allows you to quickly test a few pieces of content and reduce your media dollars by amplifying what works. If it works for your owned/earned audience it will have a better chance of succeeding with a paid audience. Likely you are trying to attract the same audience.

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Monitor actionable dataDemographic Analysis: Determine whoclicked what1. Discover what resonates with different social groups2. Determine what content to create for each group3. Direct paid media to the exact audience 33